Dearborn, Michigan - Ford is going big with its 2017 Super Bowl television commercial. The 90 second ad, which will be shown just before the kick-off on Monday 6 February, is not so much about cars as it is about “long term mobility solutions”.
Set to a superb recording by Nina Simone of “I wish I Knew How It Would Feel to Free”, it tells a number of cute little stories about how people - particularly young people - get stuck, and how they get free.
And freedom, in Ford’s world, encompasses concepts such as bike sharing, autonomous driving and plug-in hybrids, as well as the new GT supercar.
As vice president of global dealer and consumer experience Elena Ford explained: “We’re always going to make cars, that’s a very important part of our business, but as the landscape changes, we want to be a part of that.
"We want to showcase to customers what our ideas are, and we want to get feedback from them."